The age of wondering anything is over, and, whether or not it’s true, prospective clients feel like they can go online and learn everything there is to know about your company with just a few clicks. As a business owner, this can be frustrating, because you know there’s more to your company than a website and a few paragraphs of text. But how can you hold a prospective client’s attention long enough to communicate the value you offer?
Blogging is one of, if not the most important things you can do to make your online marketing program effective. It’s hard to fit all the benefits a blog brings into one article, but we’ve compiled this list of what we feel are the four strongest reasons your home care business should have a blog.
- Blogging makes you human. By “human,” we mean it shows that your company is run by real people, with emotions, priorities, and passions. While you shouldn’t write about personal sob stories or travel logs (start a personal blog, if you want to do that), a professional blog written in a caring, personable tone, gives you the chance to discuss what matters to you and your company and build relationships with your readers.
- Blogging shows that you’re still in business. There are hundreds of thousands of dead websites on the Internet, and we’ve all tried calling a number we found online only to be greeted with a message that the number is no longer in service. By adding a blog to your website, visitors can see that you posted an article yesterday, and they know your website is active. They know that, should they call the phone number listed on your site, someone will answer and be able to help them.
- Blogging demonstrates your knowledge. Picking a home care provider is scary. If I’m going to hire a company to care for someone I love, I want to make sure the company knows what they’re doing and has experience. Blog articles give you a stage to show how much you know. It gives you the opportunity to demonstrate your authority on matters that are important to prospective clients, and they will trust you more as a result.
- Blogging drives better SEO. SEO stands for “Search Engine Optimization” and is a key part of any successful online marketing strategy. There’s a lot that goes into SEO, but the short version is this: Google’s goal is to deliver the best search results to anyone using their search engine. They do this by scanning your website to pick out the things that are important to consumers, and compare it to the websites of your competitors. The site that offers the most value gets moved to the top of search results. Items 1-3 of this list are extremely important to the online consumer, which means they’re also important to Google; and Google will display your site higher up in search results because of it.
Now we don’t want to give the impression that adding a blog to your website will solve all of your business troubles. The truth is, blogging is a long-term strategy that likely won’t see any measurable results for a while, maybe a year or more. You’ll probably spend hundreds of hours writing articles that nobody seems to cares about. Due to the many demands on your time, you’ll be tempted to let your blog slip down in the list of priorities. But what you may not realize is every blog goes through this process. It’s the ones who continue writing, even though they don’t see any results, that end up successful. By consistently addressing topics important to your potential clientele, you’ll grab their attention and see more online traffic. Traffic will lead to referrals; referrals will lead to clients. Bottom line, blogging has the potential to drive more growth and success than all of your other marketing efforts; but you have to be the one who continues writing when your competitors give up.